Featured Author

: Chad Little is considered one of the early and leading forces in the Internet Arena and has strong capital raising and M&A Experience.

His latest venture is FetchBack, Inc. - which is a venture-backed organization specializing in Retargeting, a form of behavioral marketing.

Ongoing responsibilities as CEO of Fetchback include the definition of the company’s business strategy, cultivating business development opportunities, and establishing strategic industry partnerships.

Mr. Little also founded AdOn Network in November of 1998 and raised over $7 million in venture capital funding. AdOn Network is one of the largest ad networks online with over 5.5 billion search queries and 155 million unique users per month, providing keyword, behavioral and contextual targeting and site-specific ROI tracking for advertisers. AdOn Network was purchased by PV Media Group in 2007.

Prior to AdOn Network, Mr. Little founded two successful businesses, including Sandbox Entertainment Inc. in 1995. As the Chief Executive Officer, Mr. Little oversaw all company business and led the charge to develop proprietary software technologies, which propelled Sandbox Entertainment forward as the early leader in online fantasy sports, games and simulations. Sandbox Entertainment raised over $30 million in venture capital and strategic partnerships were established with such heavyweights as CNN/Sports Illustrated, Yahoo! and others, before the company merged with Wall St. Sports in 1999.

Prior to Sandbox Entertainment, Mr. Little founded TRACER Design in 1991, a pioneering interactive advertising agency.

Mr. Little is actively involved in the Internet and software development communities. He speaks frequently at leading industry events and has been featured often on established news outlets, including: Forbes, TIME, CNNfn, NBC Nightly News, The Red Herring, The Arizona Republic, AZ Business Magazine, and many others, as well as being a published author with Paramount Publishing.

Prior to FetchBack, Chad founded three successful companies including AdOn Network (formerly myGeek) in 1998, which is now one of the largest ad networks on the web. He founded Sandbox Entertainment Inc. in 1995 before the company merged with Wall St. Sports in 1999. Prior to Sandbox Entertainment, Chad founded TRACER Design in 1991, a pioneering interactive advertising agency.

Choose or Lose (Money): Why Power of Choice is the Ultimate Click Fraud-Fighting Tool

Written on: Nov 1, 2006
Author: Chad Little |
: Share; Choose or Lose (Money): Why Power of Choice is the Ultimate Click Fraud-Fighting Tool

Whether an advertiser has one group, or three to choose from, the inherent problem in either of these options is that the advertiser would be evaluating an entire group of traffic sources that contains both high-performing and low-performing sources. When making decisions to increase or decrease an advertising budget based on this data, an advertiser is not able to accurately assess the results of individual traffic sources which limits their ability to fully optimize their campaigns.

This leads to the most logical solution which is to completely open up the selection process.

Give the advertisers the ability to track their ROI by individual traffic source and remove the poorest performing traffic sources. This type of open system allows advertisers to more effectively control the success of their campaigns while fighting click fraud and increasing their ROI.

While the risks may be too great for large networks like Google and Yahoo! to open up their ad placement process, the benefits are obvious for advertisers and it has been proven to be successful for smaller networks that are willing to step out and offer innovative solutions.

As in any open-market system, freedom of choice can be an extremely powerful tool. The question advertisers have to ask themselves is are they willing to trust the success of their campaigns to a mutual fund manager or do they want to have greater control over their advertising investment and select their own traffic sources?

Even as ad networks and click fraud detection organizations continue to develop new methods of detection, the click fraud perpetrators will make every effort to stay one step ahead of them. However, one of the simplest and most powerful tools in the click fraud prevention arsenal places the ultimate control in the hands of the advertiser as the last line of defense: Individual traffic source selection.

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Tags: click_fraud, ROI and SEM

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